A Study of Product Form Design Using the Theory of Archetypes

  • Meng-Dar ShiehEmail author
  • Fang-Chen Hsu
  • Jia-Shiuan Tian
  • Chien-Nan Chen
Conference paper
Part of the Lecture Notes in Computer Science book series (LNCS, volume 9737)


The objective of this paper is to design product forms by using the theory of archetypes. The investigation contains three topics and there are three main steps. The first step is to develop the personality adjectives for these twelve archetypes. The second step is to investigate the definition of twelve archetypes by professionals. Simplified descriptions were used to define the twelve archetypes. Riders who were familiar with these bicycles quantized the questionnaire of the Blue Bicycle brand’s triathlon bikes. Based on products’ images, the Likert scale was used to evaluate the degree of conformity for each archetype so as to determine the primary archetype and the secondary archetype of this bicycle product series. Cluster analysis was then utilized to classify the bicycle models. In the third step, after several primary archetypes of this brand’s triathlon series bikes were identified, the personality adjectives obtained in the first step and the archetypes obtained in the second step were used in the Likert scale experiments based on the images of this bicycle series. Factor analysis was used to reduce the dimension of personality adjectives of similar characteristics. Regression analysis was then used to calculate the weight of each factor and determine the relationship between consumers’ degree of preference and the willingness to buy.

The final brand archetypes of the Blue Bicycle obtained by the analysis were the explorer, the ruler, and the hero. The adjectives of the three archetypes mentioned above were classified according to similar characteristics by factor analysis and three types of personality traits were formed. These personality traits were “optimistic and independent character”, “daring to express character”, and “brave explorer character” respectively. The results of the regression analysis of product preferences and the willingness to buy for the Blue Bicycle triathlon series bikes indicated the existence of significance.


Archetype theory Twelve archetypes Product form design Cluster analysis Factor analysis Regression analysis Triathlon bike 


  1. 1.
    Woodside, A.G., Sood, S., Miller, K.E.: When consumers and brands talk: storytelling theory and research in psychology and marketing. Psychol. Mark. 25(2), 97–145 (2008)CrossRefGoogle Scholar
  2. 2.
    Mark, M., Pearson, C.S.: The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes, 1st edn. McGraw-Hill Education, New York (2001)Google Scholar
  3. 3.
    Casement, A., Jung, C.G.: Key Figures in Counselling and Psychotherapy Series. SAGE Publications Ltd., London (2001)Google Scholar
  4. 4.
    Campbell, J.: Hero with a Thousand Faces. The Collected Works of Joseph Campbell, 3rd edn. New World Library, Novato (2008)Google Scholar
  5. 5.
    Kotler, P.: Marketing Management: Analysis, Planning, Implementation, and Control. The Prentice-Hall Series in Marketing, 8th edn. Prentice Hall, Upper Saddle River (1994)Google Scholar
  6. 6.
    Harris, F., de Chernatony, L.: Corporate branding and corporate brand performance. Eur. J. Mark. 35(3/4), 441–456 (2001)CrossRefGoogle Scholar
  7. 7.
    Klaus, P.: The case of towards a conceptual framework of online customer service experience (OCSE) using the emerging consensus technique (ECT). J. Serv. Mark. 27(6), 443–457 (2013)CrossRefGoogle Scholar
  8. 8.
    Balmer, J.M.T.: Corporate branding and connoisseurship. J. Gen. Manag. 21(1), 24–46 (1995)Google Scholar
  9. 9.
    Balmer, J.M.T.: Corporate identity, corporate branding and corporate marketing - Seeing through the fog. Eur. J. Mark. 35(3/4), 248–291 (2001)CrossRefGoogle Scholar
  10. 10.
    Balmer, J.M.T.: Explicating corporate brands and their management: reflections and directions from 1995. J. Brand. Manag. 18(3), 180–196 (2010)MathSciNetCrossRefGoogle Scholar
  11. 11.
    Balmer, J.M.T.: Corporate brand management imperatives: custodianship, credibility, and calibration. Calif. Manag. Rev. 54(3), 6–33 (2012)MathSciNetCrossRefGoogle Scholar
  12. 12.
    Kapferer, J.-N.: The New Strategic Brand Management: Advanced Insights and Strategic Thinking. New Strategic Brand Management: Creating & Sustaining Brand Equity, 5th edn. Kogan Page Limited, London (2012)Google Scholar
  13. 13.
    Janlert, L.-E., Stolterman, E.: The character of things. Des. Stud. 18(3), 297–314 (1997)CrossRefGoogle Scholar
  14. 14.
    Adiloglu, F., Akinci, S.T.: Interdisciplinary design studio education: place through the activity of play. Cypriot J. Educ. Sci. 3(6), 140–149 (2011)Google Scholar
  15. 15.
    Likert, R.: A technique for the measurement of attitudes. Arch. Psychol. 22(140), 1–55 (1932)Google Scholar

Copyright information

© Springer International Publishing Switzerland 2016

Authors and Affiliations

  • Meng-Dar Shieh
    • 1
    Email author
  • Fang-Chen Hsu
    • 2
  • Jia-Shiuan Tian
    • 1
  • Chien-Nan Chen
    • 1
  1. 1.Department of Industrial DesignNational Cheng-Kung UniversityTainanTaiwan, ROC
  2. 2.Department of Multimedia and Entertainment ScienceSouthern Taiwan University of Science and TechnologyTainanTaiwan, ROC

Personalised recommendations